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Questions for Written Summary of Away case study: Written summary due in Brights
Questions for Written Summary of Away case study: Written summary due in Brightspace Assignments next week::
1) What do you make of Rubio and Koreys aspirations for positioning Away as a Lifestyle Brand? What have they done to date to move this forward and what have they done to hold it back? What remains to be done?
2) How would you assess the brand health of the Away brand? What are its strengths and weaknesses?
3) Assess Aways brand management strategy. What would you keep doing and what would you change? Why? If you were running the brand, on what would you focus? How does your answer to these questions change if you assess Aways brand management strategy from a venture investors perspective versus a founders perspective?
4) Should Rubio and Korey focus on growing luggage or expand into new categories and businesses? Why? If yes, which categories do and dont make sense? If no, does luggage offer enough growth for them to meet their investors needs? What else could drive growth in luggage?
5) Which consumer clusters offer the most potential for Away to target? Why? What opportunities and challenges does each offer to the company?
6) Should Away remain a direct-to-consumer seller or should they move to a hybrid system of distribution that includes wholesale distribution? Why? Should Away expand its physical footprint or refocus its investments on its e-commerce channels? Why?
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